Cultural Intelligence, AI, and Convenience: Experts highlight key trends shaping the consumer landscape in 2025

By Zion Rufus

The consumer landscape in 2025 will be defined by the convergence of technology, cultural relevance, and evolving expectations. Brands have continually adapted to shifting consumer behaviors, responding to emerging trends and technologies. Now, the conversation is evolving again, signaling new demands, expectations, and opportunities that will shape the future of the industry.

We engaged four industry experts—Deola Aromiwura, Head of Commercial Services at Livespot360; Emeka Obia, Integrated Strategy Director for Central & West Africa at Publicis Groupe; Peter Adesanya, Group Head of Digital Strategy at The REDWOLF Company; and Chisom Bikawei, Head of Digital Services Media at All Seasons Zenith—to gain insights into the consumer trends that will dominate 2025.

One of the most significant shifts is the growing emphasis on immersion, which has become a defining trend for the year. The experts shared that brands must prioritize experiential marketing, AI-driven engagement, and hyper-personalized content while catering to the growing demand for real-time, authentic interaction with their audiences.

“Storytelling has become the foundation of how brands and individuals connect with their audiences. Consumers today are no longer buying ‘products’; they are buying experiences, stories, and values that align with their personal beliefs,” says Deola Aromiwura. She emphasizes that storytelling should not be merely framed as “emotional” but should focus on understanding the audience—what they care about, what they pay attention to, and how they engage with different types of narratives.

“Brands that connect emotionally and culturally with their audience are dominating the conversation, and we will see more of this as technology and innovation continue to shape consumer expectations,” Aromiwura adds.

She also points out that in a world saturated with content, the focus shouldn’t just be on whether storytelling matters, but how to tell stories that resonate. “Consumers now expect seamless, highly intuitive interactions, powered by digital innovations like AI personalization, voice commerce, and predictive analytics. These technologies are reshaping how brands meet consumer needs before they even articulate them.”

Studies reveal that consumers now view convenience as a non-negotiable factor in their purchasing decisions, with over 70% prioritizing easy access and streamlined experiences. PwC reports that 43% of consumers are willing to pay a premium for convenience, underscoring the importance of simplifying customer journeys.

Emeka Obia notes that brands that simplify the customer experience will win consumer loyalty. “People are tired of complicated processes. Brands that offer seamless interactions through AI, automation, or intuitive user experiences will have a competitive edge.”

Working across West and Central Africa, Obia explains that success in these regions requires a deep understanding of local nuances. “Brands can no longer rely solely on global templates; they must understand local realities, speak to consumer aspirations, and engage in culturally relevant ways. Over the next 3–5 years, I predict brand-consumer interactions will be shaped by three key forces: hyper-localization, technology-driven convenience, and trust-based engagement.”

Chisom Bikawei agrees that hyper-localization will continue to be a defining factor in 2025.

“Consumers are moving beyond broad-stroke marketing strategies,” she states. “They want to see their realities reflected in campaigns. Hyper-localization is no longer a niche approach—it’s essential.” The digital expert also highlights the increasing intersection of technology and storytelling.

“Brands need to go beyond transactional relationships and create meaningful narratives. We’re seeing the rise of AI, AR, and immersive experiences to deliver on this. Social commerce will also thrive, with in-app shopping, live streams, and interactive experiences enhancing how consumers discover and buy products instantly.”

Validating Bikawei’s viewpoint, Aromiwura expounds that beyond search and discoverability, the real game-changer lies in how brands integrate AI and emerging technologies into their products and customer experiences.

“Leadership teams need to take a visionary approach, asking what the intersection between their product and technology is and how they can enhance customer experiences using AI. A great example is predictive search—it’s already changing how people find information. But that’s just the beginning,” she added.

But even as automation and efficiency rise, trust remains fundamental. Peter Adesanya stresses that consumers now value brands that are transparent, authentic, and socially responsible. “The future is about resonance and reliability. Consumers don’t just want brands to speak—they want them to listen, understand, and evolve.”

Echoing this, Obia observes that consumers are becoming more discerning about where they spend their money. “They demand transparency and authenticity. Brands must show that they can be trusted—whether through blockchain-backed supply chains, ethical sourcing, or data privacy assurances.”

Studies also show that consumers are willing to pay a premium for products from brands they highly trust. Conversely, a lack of trust can significantly deter customers from purchasing from a company, even if the price is competitive. According to recent research, a significant majority of consumers, around 68%, spend more on brands they trust, with many reporting spending up to 25% more on trusted brands compared to less trusted options.

Adesanya notes that consumers are increasingly seeking to align themselves with brands that share their values and make a positive impact. “By understanding your consumers’ needs, values, and desires, and providing them with personalized, emotionally resonant experiences, brands can foster lasting loyalty and thrive in an increasingly competitive market.”

“The future belongs to those brands that not only recognize these shifts but integrate them into every consumer touchpoint, ensuring engagement that is both meaningful and reliable,” he stated.